Title: Fashion self-concept and fashion involvement: a mediation model

Authors: Rajan Saxena; Kiran Desai

Addresses: Narsee Monjee Institute of Management Studies (NMIMS A Deemed University), V.L. Mehta Road, Vile Parle (W), Mumbai 400056, India ' MPSTME, School of Technology Management, Narsee Monjee Institute of Management Studies (NMIMS A Deemed University), V.L. Mehta Road, Vile Parle (W), Mumbai 400056, India

Abstract: Single item fashion self-concept measures are useful in forecasting clothing expenditure. Actual fashion self-concept explains more variation than ideal fashion self-concept. Self-concept measures were mediated by the fashion involvement index in explaining their relationship with clothing expenditures. The short five item fashion involvement index has echoed its utility in fashion research in Indian context as well. A self-reported pen and paper survey amongst 159 respondents was conducted in a mega-city of India. The model was assessed for mediation relationships using Amos.

Keywords: fashion self-concept; single item measures; fashion involvement; expenditure on clothing; mediation.

DOI: 10.1504/IJBFMI.2019.104048

International Journal of Business Forecasting and Marketing Intelligence, 2019 Vol.5 No.3, pp.285 - 303

Received: 01 Apr 2019
Accepted: 18 May 2019
Published online: 09 Dec 2019 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article